In Killer Brands, marketing guru Frank Lane reveals his recognized three-step method to unlocking the marketplace and creating brands that annihilate the competition. His secrets? FOCUS: how to find the one singular, differentiating, and powerfully compelling quality that will make your Killer Brand known-not because of what it says it does, but because it does what it says. ALIGNMENT: how to connect everything that you do in perfect harmony to deliver that focus consistently time after time, making sure that nothing you do inadvertently detracts from that expectation. LINKAGE: how to make your Killer Brand synonymous with the product in the marketplace, so the consumer thinks of only your brand when the need arises. No matter if you're selling socks or software, by following these three tenets of branding, you're guaranteed to kill the competition and create a dynamic, thriving brand.